Seems those that bring you hair color in a box have gotten the message. You'll notice more fruity scents rather than something that smells like a toxic waste dump when using them. Apparently all part of an effort to make the time spent coloring your hair seem more like putting on make_up rather than doing something that requires you don a hazmat suit.
Almost as important as the color choice is deciding how you will get there. Is this dye job a DIY project or will you put your tresses in the experienced hands of your colorist at the salon? The price tag can be considerably different depending on which direction you go.